Wocket

The Challenge

Wocket is the world’s first smart wallet and the next evolution in smart devices. The product - created under the umbrella of publicly listed company NXT-ID (NASDAQ: NXTD) - is designed to protect your identity and replace all the cards in your wallet the need for a smart phone or internet connection. Wocket stores hundreds of your cards and can be used virtually anywhere you can pay with a credit card today.

Yoghurt Digital was tasked with improving the revenue generated via the Wocket website. They were relatively new to the market, and the technology was the first of its kind. The catch was that Wocket was only available for pre-order, with the product still months away from being completed and ready for distribution. This was causing some hesitation amongst potential customers, leaving mostly early adopters in the tech space as the target market and dramatically shrinking the amount of potential customers.

Our Approach

The first thing the Yoghurt team did was review the existing AdWords account - including the heavily-used display advertising campaigns - as well as conducting some light behavioural research to identify potential usability improvements to the Wocket website.

Unfortunately, due to the short deadline, we were unable to conduct in-depth behavioural analysis. We instead resorted to data collection methods that could be completed quickly, such as user testing and live website surveys, as well as user flows and purchase funnels from Google Analytics.

The outcome was a host of design and usability improvements, particularly to the product page and the checkout process. We used the insights to build an A/B/C test, opting to test two variations against the original version at the same time, splitting traffic equally between the three options. This allowed us to stick to the tight turnaround time while also testing different concepts in a bid to prove performance faster.

Simultaneously, we optimised the AdWords campaign by revamping the keyword list, re-writing the ad creative and adjusting the budget allocation between ad groups to have a stronger focus on performance. We also redesigned the display banners to use for retargeting.

Once the A/B tests were ready for launch, we pushed them live in conjunction with the new AdWords campaign. The whole project lasted six weeks, but the impact of our strategy was instantaneous.